WhatsApp Business is set to review its messaging pricing in a bid to reduce marketing spam and improve user experience.
Starting August 4, utility message rates will be reduced, while marketing message rates will increase starting October 4.
Under Meta’s updated pricing structure, businesses are charged based on four categories: marketing, utility (e.g., order updates), authentication (e.g., one-time passwords), and service (customer support).
WhatsApp Business marketing messages will be more expensive
In India, trading fees will increase from $0.0099 to $0.0107 (an 8% increase), however, utility conversations will see a significant 67% drop, from $0.0042 to $0.0014.
The changes address concerns about the rise in unsolicited WhatsApp messages, leading to an increase in spam across more channels. Traditionally, customers received marketing spam via email, however, direct access to consumers’ message inboxes has generated mixed reactions.
Tests in India earlier this year to block messages deemed less likely to be read yielded positive results, and the company has begun expanding its new guidelines globally.
The company commented (via TechnologyCrunch): “People turn to WhatsApp for everything from asking questions about a product, receiving a boarding pass, or getting a deal on a holiday sale. There can be too much of a good thing, so we’re working to find the right mix of tools to ensure people still have a great experience when messaging businesses on WhatsApp.”
Regardless of the marketing perception, WhatsApp Business has become a major revenue stream for Meta, which has over 200 million users worldwide. By changing its pricing structure, the company is continuing its battle to appease users on both ends of the spectrum – both consumers and businesses.
